Applying Selling Techniques Questions
1 What is the message The Coca-Cola Company has adopted
in its advertisements?
“The Coke Side of Life”, this is to encourage to consumer to view coca-cola as
an actual part of their lives.
2 How has Coca-Cola’s target market changed over time?
In the 1940’s the company targeted the older age groups, but since then there
market has been modified to now target teenagers and young adults.
3 The successful formula for ‘Coke’ is not the ingredients of the
drink but its superior selling techniques.’ Do you agree or
disagree with this statement? Give reasons for your answer.
Although taste is an important factor I agree with this statement. A drink can
taste like anything but if there is successful marketing then people will buy it.
Coca-Cola has superior selling technique, which when employed, leave the
thought of buying the soft drink in people’s minds for a long time.
5 What are the advantages to The Coca-Cola Company in
diversifying and selling water and fruit juice products?
One advantage is that the company will appeal to a whole new market,
whether it is those who dislike soft drinks or those who have a preference for
water or fruit juice.
It also sheds a good light on the company, as they sell healthier drinks as an
option.
6 Select three selling techniques used by The Coca-Cola
Company and explain how each one helps the company
increase its sales.
1. Product Pricing- Allowing consumers to buy the product in bulk as well
as making it cheaper to do so, will encourage sales on a large scale.
2. Product Development- This gives consumers a wide and diverse range of
options, allowing them to purchase all different sorts of drinks, but from
a trusted company.
3. Product Enhancement- New packaging is a form of product
differentiation and may make your product more appealing to
consumers.
7 Select a product or service with which you are familiar.
Research and prepare a report on the selling techniques used
by the business.
The product I am selecting is the Play Station 2 console. This product, which
was produced by Sony Computer Entertainment, has been the focus of many
special sales, offers and through many modifications in order to increase its
popularity and sales.
One selling technique used by Sony, when the product was first released, was
special offers or sales in order to form a popularity base for the product.
Limited time offers such as 10% off caused a mad rush in order to beat the
deadline.
Another special deal offered was on the games for the console. This meant
consumer could also purchase favourite games at the same time as the
console. This increased the popularity of the console, which was vital in the
early stages.
The Play Station 2 was also modified, when popularity seemed to be falling.
After people seemed to be getting bored of this new toy Sony introduced the
Ps2 slim. Much more compact and sleek it immediately aroused much more
interest in fans of the company, convincing them to purchase the console and
more games.
8 A business can have a product’s name or symbol registered
as its trademark. The ‘Dynamic Ribbon’ device and the Contour
Bottle are trademarks of The Coca-Cola Company.
(a) What is meant by the term ‘trademark’?
A trademark is a unique characteristic of a product that only one
company uses.
(b) What icon is used to show that the name or symbol is a
registered trademark?
A little ‘tm’ in a circle is used to signify a trademarked symbol or name.
(c) Why would a business want to protect its trademark?
So other companies cannot steal or use a copy of their symbol or name
in order to sell cheap knockoffs of a product or sell a new one similar to
the original.